I'm Jeff Wedner, this summer I hope to launch The Reuben Truck in Los Angeles but I need your help. I am raising money to finance my dream of operating a gourmet food truck. Funds generated via kickstarter.com will be used primarily to lease and customize the truck. Last year, I created Reuben's Sandwich Co. and was a food vendor at LA Food Festivals. It was one of the greatest experiences of my life. I learned so much about running a business and making people happy [and full] by serving simply delicious sandwiches.
Customers at the food festivals were so encouraging. People told me it was the best corned beef sandwich they've ever had in LA and how it reminded them of the great delis in New York City. Supporters followed me from event to event to have a Reuben's sandwich, the original BEN-HEADS!! The question they kept asking was, "When are you getting a food truck!?"
Now I'm prepared to take my business to the next level. A food truck in Los Angeles is the perfect opportunity for my company. Once I get the truck I will continue to work at the festivals and farmer's markets where I got my start. I can also begin to service new markets all over the city. Additionally, I will have the ability to get involved with other events and private catering. Wouldn't it be awesome to have The Reuben Truck come to your neighborhood?
Food is my passion, specifically sandwiches. I love crafting killer sandwiches using classic ingredients, exactly the way things used to be made. I spent months perfecting a corned beef recipe. I'm partnering with an old-school bakery to provide the freshly baked breads. To me, an amazing sandwich comes together by perfectly balancing each element. This results in one cohesive and delicious meal that can be eaten conveniently anytime, anywhere.
Some of you may be wondering: What is a reuben sandwich and what's on it?? Here are some more details regarding my signature sandwich and what will be served on The Reuben Truck. A traditional reuben is sliced corned beef brisket piled high, melted swiss cheese, sauerkraut and russian dressing on grilled rye bread. I also serve a twist on the Reuben called the Rachel, it features homemade cole slaw instead of sauerkraut. Along with these deli mainstays I will also smoke my own pastrami, roast my own turkey and make all deli salads and sides from scratch. You will find a focused selection of deli favorites on The Reuben Truck.
SAMPLE MENU
Sandwiches:- Corned Beef Reuben Sandwich
- Corned Beef Rachel Sandwich
- Hot Pastrami Sandwich
- Oven Roasted Turkey Sandwich
- Mediterranean Falafel Wrap
Salads:
- Fresh Chicken Salad
- Pasta, Pesto and Peas Salad
- Israeli Tomato & Cucumber Salad
- Fruit Salad
- Seasonal Specials
Soups:
- Matzo Ball Soup
- Chicken Noodle Soup
- Soup of the Day
Desserts:
- Brownies
- Cookies
- Seasonal Specials
Some delis have a long and scattered menu that can be confusing and overwhelming. At The Reuben Truck, you will be able to find exactly what you're looking for, conveniently ready for you when you want it. The menu will feature seasonal specials that highlight ingredients at the peak of freshness. In the winter you can get a hearty bowl of soup to warm you up. When it's hot out, you'll find crisp and refreshing options like Israeli tomato & cucumber salad to help keep you cool...as a cucumber.
The Reuben Truck is a lifestyle. It's slow food! At The Reuben Truck you get food that's prepared the way it has been for generations, using fresh ingredients. Your order will be ready quickly but each dish will have been meticulously crafted. The corned beef and pastrami is cured in a brine for three weeks and cooked for hours to the peak of taste and tenderness. The soups are made from scratch the way your grandma used to make 'em with fresh broth and lots of vegetables. You will be able to taste the difference farm fresh produce makes in our salads. Everything on the truck will be as delicious as it is wholesome. So when you are eating on the go you won't have to sacrifice a thing.
When I was a little kid, I would go to work with my dad early on Saturday mornings before little league. He had just taken over an historic business in Pittsburgh, PA that produces premium cold cuts. I'm pretty sure I was the only 11-year-old dusting freshly cooked corned beef briskets with smoked paprika. Only a few years later my father decided to open a small deli to showcase their products to retail customers.
At the deli I was able to learn from experienced professional chefs and restaurant managers. I gained invaluable experience learning about flavor pairings, traditional recipes and was trained in techniques that would have otherwise require culinary school.
By the time I left for college I had tons of kitchen experience and knew that working in the food industry was exactly what I wanted to be doing. I graduated from Penn Sate with a Hospitality Management degree and set out for Los Angeles to continue learning as much as I could about food service. Right away I began working in the special event and catering industry. I had the opportunity to work with some of the most creative and respected chefs and event planners. I love to entertain guests and share my cooking with people. Developing my own food company was a natural fit for me.
Working on Reuben's Sandwich Co. has been incredible. I am so enthusiastic to continue growing my business. The opportunity to work with kickstarter.com and having all of you involved in the next faze of the company's growth is exciting. I'm grateful for all of your support, each contribution is appreciated and MUCH needed. THANK YOU!!! If you aren't able to invest right now, I completely understand. It's equally helpful for you to spread the word by introducing The Reuben Truck to your network, posting about this project on your facebook or tweeting the link to my site will make a huge impact! Thanks again and I can't wait to see you out on the street, hopefully ready to CHOW DOWN!!!
Jeff
Check out these recent mentions:
http://www.southbayfoodies.com/2012/06/06/the-reuben-truck-needs-your-help/
http://la.eater.com/archives/2012/05/30/meals_on_wheels.php
http://www.lookingforfoodtrucks.com/2012/05/new-la-gft-reuben-truck-looking-to.html
Questions about this project? Check out the FAQ